Operator News

China – DJI Holdings to be Arsenal’s lottery partner in China

By Phil - 14 September 2015

Arsenal Football Club has announced an exciting new partnership with DJI Holdings plc (DJI), one of the leading providers of regulated lottery products in China.

As Arsenal’s Official Lottery Partner in China, DJI will be able to offer its own significant customer base a range of high quality Club-related content on a regular basis throughout the three-year agreement, with access to exclusive information about The Gunners.

Under the agreement, DJI will offer fans weekly prizes, including team merchandise and tickets to attend matches at Emirates Stadium. The relationship will bring Sports Lottery players one step closer to life at Arsenal, enabling them to make more informed decisions when they participate.

Arsenal will gain superior access to a rapidly expanding base of football loving consumers in China and an opportunity further to grow its strong following and commercial footprint across the region.
Football in China is seeing explosive growth prompted by President Xi Jinping’s three wishes: for China to qualify for, host and win a World Cup. The nation is determined to become a force in football and has made it a compulsory part of the national curriculum for schools. The Sports Lottery will remain a key funder of this ambition.

DJI is operating at the heart of this exciting opportunity, engaging in partnerships to support the growth of football at grass roots level, encouraging amateur players to join in leagues and competitions through to providing unique and engaging digital content to lottery players about some of the most popular clubs in Europe.

Darren Mercer, Chief Executive of DJI Holdings, said: “This is an exciting partnership of two international players at the top of their game. DJI is committed to being the leading provider of lottery content in China and its robust, versatile technology platform makes it ideally placed to support top-flight football clubs like Arsenal as they seek to engage with fans through fast growing digital channels, particularly mobile.”

Arsenal’s Chief Commercial Officer, Vinai Venkatesham, said: “We are delighted to welcome DJI Holdings to our family of partners and this will enable the Club to connect with more of our fans throughout China. We have a big fan following in China and this partnership is a result of a lot of work growing our presence there. We have toured China twice and have developed significant on-line followings through social media platforms and our own dedicated local language website.”